The Secret to Retargeting Roofing Ads

You’ve only got one chance to land customers and close deals, right? Not necessarily! Typically, customers need to see your brand at least seven times before making a purchasing decision.

So, how do you handle a prospect visiting your website without converting? That’s where retargeting ads come into play. In this blog post, we’ll discuss what retargeted ads are, why they’re important, and how they work. Let’s get started!

What Are Retargeting Ads?

Retargeting ads, also called remarketing, give you a second chance to land a sale with prospective customers. Specifically, retargeting ads show your ads to individuals who previously interacted with your website and never converted.

Rather than giving up on these prospects, retargeting ads keep showing them ads from your roofing business. This practice gives them another chance to choose your company for their roofing project.

Think of retargeting ads as a reminder of your roofing services to your prospects. You can continue retargeting ads to these prospects until it leads to a conversion. With retargeted ads, you don’t have to give up on the people who didn’t convert right away.

Retargeted ads don’t need to show potential customers the same ad over and over again. Instead, you can enroll these individuals into an ad campaign that displays multiple ads and tells your brand’s story.

You don’t want to frustrate customers with the number of ads they’ve seen from your business. As a good rule of thumb, you shouldn’t show more than 20 retargeted ads per month, according to WebFX best practices.

 
Best Platform for Retargeting Ads

Google and Facebook are two of the most popular advertising sites, and both offer retargeting services. Retargeting ads are typically less expensive than typical ad campaigns on both sites.

According to Shopify, the average cost-per-click (CPC) for Google Search Ads is $2.69, compared to $1.23 for retargeted Google Ads.

On Facebook, you can retarget ads to those who have engaged with your brand on Facebook or Instagram, visited your website, and several other specifications.

Retargeting Ad Examples

We’ve all added something to our cart and then decided we didn’t really need it. Then suddenly, that item is showing up in ads everywhere—this is an example of a retargeted ad.

Roofing businesses aren’t selling customers one product, like an online retailer. You’re selling your contracting skills, expertise, and excellent customer service. In essence, you’re trying to show prospects why you’re the right professional for their roofing needs.

To effectively utilize retargeted ads in your strategy, it’s essential to keep the ads relevant to what first grabbed your prospect’s attention. For example, if your prospect was browsing different roof options your company offers, you can create a retargeting ad that reads:

“Special offer: 40% off roof installation for those who book with [your company]. Schedule your free estimate today!”

If your company offers other services, like gutters or siding, it wouldn’t make sense to target gutter ads to someone looking primarily at your roofing services.